The Ras Al Khaimah Tourism Development Authority has launched its rebranding campaign across the UK, designed to better showcase the destination as a premier tourism spot for genuine Arabian experiences in the UAE.

The campaign includes a new logo representing the Emirate’s most iconic landmark and symbol of heritage - the watch tower – alongside a creative strategy to raise awareness about the destination’s new identity and destination positioning.

Haitham Mattar, CEO of Ras Al Khaimah Tourism Development Authority, said: “What we've done differently is engage and involve the local community in order to extract the brand essence and values; how they see it through their eyes. This insight has allowed us to expose the Arabian culture, heritage and authenticity that Ras Al Khaimah has to offer, more so than perhaps over destinations.”

One of the fastest growing tourism destinations in the world, the destination is currently seeing almost a 6% growth in tourist numbers, with an aim to welcome 46,000 UK visitors, up from 35,000, by the close of 2016.

The tourism development authority also plans to diversify its hotel and resort portfolio, increase routes to and from the destination via Europe, restore historical sites and enhance digital platforms with the introduction of new apps and services.

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